Advancing Business Horizons: Rebranding Explored in an Unfiltered Light
Seven remarkable rebranding endeavors that warrant consideration:
Dive into the world of Reinvention as we delve into the realm of rebranding. This critical step for any business can offer fresh prospects, renewed visions, and expanded opportunities. Yet, rebranding doesn't always yield success - let's take a peek at some victorious and failed rebranding attempts.
The following brands are among the numerous entities that have recently undergone the rebranding process. See what dramatic changes and transformations they've been through!
So, is it time for you to refresh your brand identity? Get our handy Rebranding Checklist to ascertain if it's the right move for you!
Download Now ## Meta (previously Facebook) - Rebranding Exemplar
In the month of October 2021, Mark Zuckerberg's empire unveiled a monumental rebranding. The company, responsible for Facebook, WhatsApp, Messenger, Instagram, and several other products, now goes by the name Meta. This transformation encompasses a radical change, featuring a new name, logo, typeface, and a sophisticated new parent brand website - Meta.com.
The company explains that this rebranding will help them "better encapsulate what it does, as it broadens its reach beyond traditional social media"[6]. Meta, under Zuckerberg's leadership, aims to grow within various business domains as they move "beyond 2D screens towards immersive experiences"[6].
Curious to see what sparks such a significant change? Often, a shift in company vision necessitates an adjustment in the brand's identity[8].
KIA and Volkswagen - Reinvention Heroes
The year 2021 witnessed a dramatic overhaul from KIA, characterized as a "dramatically different logo"[7]. The slogan was revamped, and the company ventured a step further by dropping the word "motors" from its name – a testament to a complete transition into electric mobility[7]. As KIA's CEO, Ho Sung Song, asserted:
"Kia's new logo represents the company's commitment to becoming an icon for change and innovation."
Simultaneously, KIA revamped its approach to automobile design – shifting from conservative and at times 'boring' styles to bolder and eye-catching vehicles[7]. The new KIA logo exhibits a fluid, handwritten signature-inspired precision, serving as a symbol of self-assurance and high aspirations[7].
Interestingly, a similar journey lies ahead for nearly every automaker – thanks to the surging global revolution towards electric mobility. Both KIA and Volkswagen, our next example, embraced this change.
Volkswagen disclosed its new flat 2D design for its logo back in September 2019 during the International Motor Show in Frankfurt[9]. The unveiling coincided with the presentation of their new fully electric ID.3 car and marked the beginning of their extensive rebranding announcement campaign called "New Volkswagen".
The electric mobility revolution nudged Volkswagen to set an ambition of becoming the number one electric car brand by 2025, offering more than 20 electric cars and selling over 1 million electric vehicles[9]. And thanks to the new "Volkswagen We" digital ecosystem, Volkswagen covets to transform their cars into fully integrated, smart devices, service providers, and even living rooms[9].
In line with their rebranding efforts, Volkswagen streamlined its logo, retaining only the essential traits and making it more flexible for the digital realm[9].
Pringles and Doritos - Playing with Perception
The iconic moustache man known as Mr. P, the embodiment of Pringles, resounds familiarity for many. Recall that the last significant rebranding for the Pringles brand occurred way back in 2002[3]? Despite a minor refresh in 2009, the logo remained remarkably unchanged till 2021. The redesign timed for Pringles' 30th anniversary in the UK saw a massive transformation – Mr. P is now bald!
The logo's colors have been toned down, making it predominantly black and white, with the exception of a vibrant red bow tie[3]. JKR, the agency responsible for redesigning Mr. P, intended to bring him to life with the ability to express various emotions[3].
With Frito-Lay's Doritos, we tackle a brand that officially changed its iconic tagline "For the Bold" by launching a campaign in 2019[3]. The campaign centered on stimulating consumers to elevate their experiences "Another Level," and it even unfurled an "anti-ad"[3]!
In this campaign, Doritos temporarily erased their brand logo from all advertising and social content, instead favoring the iconic triangle design and the words "Logo Goes Here." This phenomenon continues to this day, yet the "Another Level" approach remains[3].
Psst… You may have come across a minimalistic Doritos design concept that surfaced online in 2021. Regrettably, it just remained a vision that gained viral attention[3].
Victoria's Secret - Evolving Dominance
This rebranding excursion diverges somewhat from the others mentioned. For one, the visual identity remains the same. In August 2021, Victoria's Secret revealed its transition from famous supermodel angels to the VS Collective – a powerful constellation featuring ten women of different skin tones, ages, and shapes[2].
Victoria's Secret seeks to send a "diverse, inclusive message for the new generation," using its fresh image to show support for essential causes vital to women worldwide[2]. This new allure will enable the brand to create new associate programs, cutting-edge product collections, influential content, and foster relationships with women everywhere. Martha Pease, Victoria's Secret's CMO, asserted, "We are creating a platform that will build new, deeper relationships with all women."
Victoria's Secret strives to distance itself from past criticisms of sexism and exclusivity – an image that, for many, was deemed too narrow-minded and appealing primarily to younger audiences[2]. Nevertheless, it is worth acknowledging that this new image has its detractors, with some labeling it as functional and lacking excitement[2].
Keystone Light - Brewing Battles
A brief yet notable rebranding episode surrounds Keystone Light – an American beer debuting back in 1989 and currently owned by Coors Brewing Company. Famous for the trademark battle that erupted in early 2018, the rebranded Keystone Light cans emphasized the word "STONE" as a standalone entity from "Key," triggering brand confusion between Keystone Light and Stone Brewing Co, a competitive Californian brewery[1].
To avoid disputes and confusion, Keystone resorted to the design they use today[1]. Multiple changes cooperate here, including the removal of mountains from the logo and a distinct, flat logotype devoid of icons or graphic elements – ideal for enhancing digital visibility[1]. Interestingly, only the brand name persisted unchanged during the transformation.
In Conclusion
What do you think about these rebranding exploits? Creating a brand that resonates with everyone is nigh impossible, and that is rarely the ultimate objective. Companies enduring the rebranding process strive to resonate with individuals interested in their products and services – potential customers.
Stay vigilant and observe new brands and the creations they engender. This sustained exploration may inspire your brand and pave the way for revitalization.
On the verge of revamping your brand? Get our handy Rebranding Checklist to determine the right path for you!
Download Now Explore our articles delving into the essence of rebranding, brand portals, and Frontify. Contemplate the prospect of rebranding, and don't forget to download our Rebranding Checklist to evaluate your brand's readiness for transformation.
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- The rebranding process can lead to fresh prospects and renewed visions, as demonstrated by Meta (formerly Facebook), KIA, and Volkswagen.
- Rebranding often occurs due to a shift in company vision, such as Meta's aim to grow beyond traditional social media and into immersive experiences.
- KIA, for instance, underwent a complete transition into electric mobility, reflected in its new logo design and approach to automobile design.
- successful rebranding requires careful strategy and design, as shown by the new identities of brands like Pringles and Doritos.
- Victoria's Secret's rebranding involved a transition from famous supermodel angels to the VS Collective, representing a more diverse and inclusive image.
- Companies embarking on a rebranding journey should carefully evaluate their readiness for transformation, using tools such as our Rebranding Checklist, to ensure they make the right moves for their brand identity and business.
